Buying
Demand-Side Platform (DSP)
A demand-side platform is software used by advertisers, agencies or buying teams to evaluate, bid on, purchase and optimize digital advertising inventory across programmatic supply sources.
A DSP centralizes buying decisions across many inventory sources while applying audience, budget, bidding, frequency, creative and measurement controls.
How it works
- Campaign objectives, budgets and targeting rules are configured.
- Incoming opportunities are evaluated against campaign eligibility.
- The DSP calculates a bid or chooses not to bid.
- Delivery and performance data inform pacing and optimization.
Frequently asked questions
Who normally uses a DSP?
Advertisers, agencies, trading teams and managed-service buyers commonly use DSP technology.
Does a DSP own publisher inventory?
Usually no. A DSP represents buying demand and accesses inventory through exchanges, SSPs, direct integrations or deal paths.